Origins and Evolution of Super7
Super7 is a San Francisco-based toy company celebrated for its dedication to retro aesthetics, pop culture nostalgia, and premium collectible figures. Founded in 2001 by Brian Flynn, Super7 began as a magazine devoted to Japanese kaiju toys and quickly evolved into a full-fledged toy brand. The company has carved out a loyal following among collectors who appreciate its commitment to authenticity, design integrity, and fan-first philosophy.
Beginnings in Toy Culture Journalism
Super7 originated as a niche publication focused on Japanese toys, particularly vintage soft vinyl kaiju figures. The magazine served as a resource for collectors interested in rare and imported figures, showcasing the artistry and cultural significance of these toys. As interest grew, Super7 transitioned from reporting on toy culture to actively participating in it, producing its own limited-run figures inspired by Japanese pop culture.
First Forays into Toy Production
Super7’s first toys were original designs and homages to classic kaiju, made using traditional Japanese sofubi (soft vinyl) techniques. These figures were produced in small batches and often sold directly to collectors, creating an air of exclusivity and artistic value. The company’s passion for authenticity and craftsmanship quickly set it apart from larger toy brands.
Licensing and Expansion into Pop Culture Icons
Super7 made a significant leap forward by acquiring licenses to major properties such as Masters of the Universe, Teenage Mutant Ninja Turtles, Transformers, Peanuts, and The Simpsons. The company’s approach to these licenses is unique—it combines vintage styling with modern quality standards. Its “ReAction Figures” line, for example, mimics the look and feel of 1980s action figures, complete with retro cardbacks and five points of articulation.
In-House Brands and Collector Lines
In addition to licensed properties, Super7 also develops its own original brands like Mummy Boy, Rose Vampire, and The Worst. These figures maintain the company’s signature style, rooted in punk rock, garage art, and cult media. For more serious collectors, Super7 launched the Ultimates! line, which offers highly detailed 7-inch scale figures with extensive articulation, accessories, and premium packaging.
Community-Driven Approach
Super7 has cultivated a passionate fanbase by engaging directly with collectors through social media, conventions, and in-store experiences. The company operates a flagship retail store in San Francisco that hosts launches, signings, and exclusive drops. Its fan-focused marketing has helped it stay agile and relevant in a rapidly shifting toy landscape.
Modern Success and Cultural Footprint
Today, Super7 is a respected name in collectible toy manufacturing. Its ability to blend nostalgia, craftsmanship, and contemporary branding has made it a favorite among adult collectors. Whether recreating lost toy lines that never were or putting a fresh spin on beloved characters, Super7 continues to honor the spirit of classic toys while pushing creative boundaries.
